INVESCO: RECIPE FOR INNOVATION
The Challenge: For 25 years, the Invesco QQQ ETF has provided access to 100 of the world’s most innovative stocks. Yet, 47% of high-net worth investors were unaware of its existence and its groundbreaking ingredients.
The Solution: What better way to educate about the ingredients in an ETF than a proven format for ingredients...the cooking show. And who better to do it, than the world’s greatest chefs. ETF education through the universal language of food.
The Campaign: Introducing Recipe for Innovation, an eleven-part culinary film series featuring world-renowned chefs who crafted original dishes inspired by the companies within the Invesco QQQ ETF. To support the series, we launched an integrated campaign featuring hundreds of pieces of content, amplified across print, CTV, digital, and social media channels. The campaign culminated in a groundbreaking activation at the NYC Wine & Food Festival, and Southbeach Wine & Food Festival, featuring the first-ever Chef Kwame Onwuachi hologram and an AI-powered recipe generator.
Chefs featured: Marcus Samuelsson, Kwame Onwuachi, Claudette Zepeda, Kristen Kish, Jean-Georges, Jose Andres, Tom Colicchio, Nick DiGiovanni, Nyesha Arrington, Ayesha Nurdjaja & Esther Choi.
Recognition: AD AGE | SHORTY AWARDS: BRONZE | FCS PORTFOLIO AWARD: BEST IN SHOW
Creative Director & Concept: Andrew Miller, Art Director: Emily Galvelis, Copywriter: Nicole Beraud, Strategy: Leslie Walsh, Mark Himmelsbach, Executive Producer: Tripp Swanhaus, Mike Weise, Director: Andrew Ellemaker, Post: Jonathan Dee, Photo: Johnny Miller, Luc Decker, Jonathan Dee
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See more & download the recipes at tasteQQQ.com.
The Episodes
The Cookbook
We published a 128-page cookbook / zine featuring all of the recipes, alongside editorials and product info. A promotional brochure disguised as a cookbook, blending innovative recipes with ETF education.
The design was inspired by publications our audience loves, like Gather Journal & Bon Appetite. In fact, we printed using similar paper, binding and color processes: an elegant lynx opaque and linen cover with foil and embossing. Invesco's brand ID and typefaces anchor the design. Each recipe has everything to replicate the dishes while learning about QQQ holdings.
The Recipe for Innovation cookbook transcends conventions of financial collateral, transforming ETF education into something we want to keep on our coffee tables, in our kitchens and actually engage with as we cook the recipes inside.
Distribution: With 2,000 copies printed, our cookbook became highly-coveted, limited-edition brand collateral for VIPs and prospects at events like New York City Wine & Food, Future Proof, South Beach Wine & Food and many others.
The Live Activation
Invesco became the presenting sponsor of the 2024 NYC Wine & Food Festival, bringing finance to life through food with a first-of-its-kind interactive pop-up. Inside the two-story activation, guests stepped into Chef Kwame Onwuachi’s world, recreating QQQ-inspired dishes in a four-walled, LED, holo-deck equipped with motion tracking and Ai. A holographic Chef Kwame critiqued plates in real time, rewarding participants with premium kitchen swag. Upstairs, to further educate about the ingredients in the Invesco ETF, an Ai recipe generator turned Invesco QQQ stock tickers into real, custom recipes based on user preferences.
The cherry on top was a private dinner series for 425 Invesco clients, hosted by chefs like Martha Stewart and Daniel Boulud. Each attendee received a custom cookbook merging Recipe for Innovation dishes with product education.
Execution extended beyond the footprint through branded ferry takeovers, on-site media, earned press, and co-branded content. Seamless integration across digital, physical, and social channels ensured we met our audience where they live, dine, scroll, and invest.
